Vice President of Demand Generation, Later
$230-265k
+ Stock options & bonus
Social media marketing scheduling platform
Open for applications
Social media marketing scheduling platform
1001+ employees
Open for applications
$230-265k
+ Stock options & bonus
1001+ employees
Company mission
To build the world’s first Social Revenue Platform.
Role
Who you are
- Do you thrive on building high-performing marketing programs that drive qualified leads and fuel business growth?
- Are you passionate about harnessing the power of SEO, email marketing, and paid media to achieve ambitious goals?
- We are seeking a seasoned and strategic VP of Demand Generation to lead and manage our entire demand generation function
- The ideal candidate is a T-shaped marketer with experience in demand generation, growth experiments, and marketing tech
- 12+ years of progressively senior and strategic growth marketing experience
- 5 + years in a leadership position with proven expertise in coaching and guidance amid ambiguity and shifting environments
- You have a bachelor’s degree – ideally in marketing, business, economics, or technical field
- You care deeply about user experience and can build precise targeting as well as delightful, on-brand experiences
- Experience working with user research and consumer insights to uncover user insights and shape our strategy
- Proficient with segmentation, reporting, and how to use data to drive business decisions
- Demonstrated track record in developing and executing A/B tests, analyzing and translating data into business and consumer insights
- Strong results orientation, proven record performing to aggressive growth targets
- Ability to write effective copy is a necessity, together with extreme attention to detail
- Strong interpersonal skills to collaborate effectively within a cross-functional team and a variety of skill sets
- Flexibility & ability to work in a fast paced and dynamic environment
- Experience with email marketing and automation platforms (Marketo, Klaviyo, Mandrill, Intercom, or other similar platforms)
What the job involves
- In this critical leadership role, you will be responsible for developing and executing comprehensive multi-channel marketing programs that drive brand awareness, generate high-quality leads, and nurture prospects through the sales funnel
- You will leverage a combination of SEO, email marketing, and paid media strategies to achieve our lead generation and revenue objectives
- Oversee the management of budget and execution for the following channels:
- Paid Media including paid social, paid search, video, display etc
- Search Engine Optimization
- Email Marketing
- Cross-functional collaboration with teams including product, sales and revenue operations to ensure alignment in support of achieving demand generation goals
- Work closely with the product and product marketing team to understand product features and benefits, ensuring marketing campaigns accurately reflect product capabilities and align with product launches
- Partner with the sales team to ensure that leads generated are high-quality and that there is a seamless handoff process
- Collaborate with the web development and revenue operations teams to implement and optimize marketing technologies and tools. Ensure that data flows smoothly between systems and that tracking and attribution are accurate
- Expert ability to understand campaign performance, identify trends and draw actionable insights
- Involves working with large datasets, data visualization tools such as Mode and Looker and the ability to present findings effectively
- Strong ability to go deep on platform campaign and ad group performance while also able to summarize for executive audience
- Expert use of web analytics tools such as Google Analytics and Amplitude
- Sophisticated understanding of different traffic sources and campaign effectiveness
- Understanding and implementing attribution models to continuously improve accuracy of multi-channel and paid media impact
- Familiarity with data management: organization of data + architecture and understanding of data cleansing, integration and quality
- Familiarity with CRM systems and marketing automation systems
- Lead annual channel testing roadmap in service of improvement to business metrics
- A/B Testing & Experimentation
- Expert in designing experiments including:
- Identifying test hypotheses, test/control, determining test parameters such as audience segments, creative elements, messaging, landing pages or CTAs
- Setting up necessary tracking and measurement in appropriate systems
- Ability to accurately interpret test results
- Ensure creation and maintenance of comprehensive test documentation and knowledge management
- Test design and execution: Developing testing hypotheses, creating experimental designs, and implementing A/B tests or multivariate tests to optimize email elements and strategies
- Data analysis: Analyzing test results to draw meaningful conclusions, identify winning variations, and share insights for future optimizations
- Continuous improvement: Applying insights from experiments to refine email marketing strategies, content, and tactics, aiming for better engagement, conversion rates, and customer experience
- Staying updated: Keeping abreast of industry trends, new technologies, and best practices in email marketing to identify opportunities for innovation and experimentation
- Proactively identify opportunities to improve funnel metrics such as:
- Lead-to-signup through lead generation and nurture strategies
- Increase signup-to-paid conversion, and customer retention via email campaigns and through retargeting those who visit our marketing site (Later.com)
Our take
Platforms like Instagram, Pinterest, and TikTok have become indispensable for businesses of all sizes, shaping their marketing strategies and driving success. Later specializes in assisting customers in navigating these channels. Offering a visually oriented suite of tools, the marketing platform enables marketing managers to schedule, analyze, and track sales from their content effectively.
Focusing on small businesses, Later is doubling down on its strategy, aiming to provide additional products tailored for marketers at these enterprises while expanding its geographic reach. This expansion of product capabilities not only caters to the evolving needs of small businesses but also helps Later mitigate platform risk from social media companies mimicking its services. Partnerships with platforms like TikTok and Instagram, featuring post scheduling, analytics, and conversation tools, showcase Later's commitment to innovation and staying ahead in the competitive landscape.
In a significant development, Later recently merged with Mavrck to become one single brand under the name Later. The unified entity brings together its flagship products to drive traffic and revenue from platforms like Instagram and TikTok. This move aims to enhance user experience, drive engagement, and allow brands and creatives to achieve their social marketing and revenue goals effectively.
Steph
Company Specialist at Welcome to the Jungle
Insights
Few candidates hear
back within 2 weeks
6% employee growth in 12 months
Company
Funding (last 2 of 3 rounds)
Jan 2015
$1.2m
SEED
Dec 2014
$1.3m
SEED
Total funding: $3.8m
Company benefits
- Flexible Paid Time Off
- Hybrid Work Environment
- Competitive Healthcare Benefits
- Stock Options
- Learning & Development Opportunities
Company values
- Lead with Humility: We’re a community that puts what’s best for all ahead of what’s best for one - no big egos here
- Adapt and Grow: We embrace the challenges and the wins together, learning from each other along the way
- Make it Happen: Nothing is impossible. We have big ambitions and are determined to achieve them with creative solutions
- Succeed Together: We lift each other up and have each other’s backs. There’s a seat for everyone at this table
- Celebrate: We’re optimistic, celebrating each other, our progress, and the unique perspectives each member brings to the team
Company HQ
Chinatown, Vancouver, BC
Articles
Leadership
Roger Patterson
(Co-Founder)Serial entrepreneur and Software Engineer, Roger has also co-founded Launch Academy, a non-profit grass-roots startup incubator, gaming company, Flock & Swarm Mobility and automated business intelligence company, Datacomb Data Services.
Ian Mackinn
(Co-Founder & CTO)Ian has had a hand in building enterprise-scale software products over a successful career at Google, SAP and Pulse Energy. Ian co-founded Placeling and was the Technical Lead at the mapping startup, Mapdash.
Cindy Chen
(Co-Founder)A design expert, Cindy has worked as Product Designer at Thinkific and as a Design Lead at Momentus Software.
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